Facebook's Egregious Reduction of Brand Reach: How to Deal


Signeteers have been working diligently to re-strategize each of our brand's social media plans. Facebook recently made some changes (again), and this time, the changes make a big impact on brand pages - for worse.

The reaches for page posts have significantly declined. Facebook's algorithm used to reach 15 percent of users organically (which was already pretty low), and now, it reaches around three percent. Yes, that means three out of every 100 users will see your posts (unless you do something about it).

And? Looks like the changes are here to stay. You've probably seen us post about this a couple times, but if you haven't, well, now you know why.

So, how are we dealing with these changes? "Time to go back to MySpace," they said. "Facebook can do whatever it wants because it's public now!" they shouted (read: wrote in all caps). But we weren't giving up just yet. No. We've been training our whole lives for this moment. We were born for this. And today - today is our day.


Whoa! What Happened?

It all started on December 1, when we noticed a huge change in reach numbers for Facebook posts. Then, this article by Ad Age was released on December 5, telling us that Facebook has acknowledged the dropped numbers.

Facebook said things like:

"We expect organic distribution of an individual page's posts to gradually decline over time as we continually work to make sure people have a meaningful experience on the site."


"We're getting to a place where because more people are sharing more things, the best way to get your stuff seen if you're a business is to pay for it."

Okay, Facebook. We love you but we don't love you that much. We don't have to go by your rules all the time. (And if you, Social Media Manager, are worried about your numbers - don't be!)

Here and Now: A Game Plan

Don't spend so much time on Facebook when other social networks want your love. (For now, at least.)

Who made Facebook the king of anything anyway? (Okay, we did.) Now is the time to develop more campaigns on Twitter, Instagram, YouTube and (dare we say it?) Google+. Good marketing is good marketing, and we don't need Facebook for that. If the message is good and communicated correctly, there should be nothing to worry about.

Communicate the changes to your team so they know what to expect.

Marketers, if you're using the same Facebook strategy as before, stop it right now. Now is the time to create a new plan, and communicate that plan with your boss and clients. Explain to them why these changes are important. That way, they'll know what to expect and if all else fails, your hard work is still acknowledged. It may take a minute to get the new strategy on point.


Embrace the changes because they'll never go away.

Contrary to popular belief, social media isn't that new. We've been communicating via forums, chat groups and other platforms on the internet since the World Wide Web was born. Social media is always changing, however, and today's popular platforms won't be around forever. So, a change like this in Facebook is no biggie for marketers, really.

It's going to be a challenge, but "challenge accepted," we say. Facebook numbers will be lower for a while, but it won't be long before we've moved on with a successful marketing campaign elsewhere. Your move, Facebook.

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